{
  "id": 9849401,
  "title": "Guess who patented a new system for in-game ads",
  "url": "https://urgent.news/2026/09/25/guess-who-patented-a-new-system-for-in-game-ads",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-09-25T22:10:04.000Z",
  "source": {
    "name": "PC Gamer",
    "slug": "pc-gamer",
    "url": "https://www.pcgamer.com/gaming-industry/guess-who-patented-a-new-system-for-in-game-ads/"
  },
  "original_language": "en",
  "account": "Microsoft recently filed a patent for a system that dynamically pauses video games to display advertisements, according to reports from Tom's Hardware and Respawn First. The patent, titled \"Contextually Aware Management of Interactive Software Application Access,\" outlines a content management system that can suspend a user's interaction with a game based on a promoted content trigger event, and present audiovisual promoted content to the user. The patent also proposes a credit system where users can earn tokens to exchange for ad-free game time, similar to ad-supported mobile games. Microsoft explains that traditional commercial breaks do not work well with video games, so a user-controlled, credit-based system is necessary for managing advertisement delivery. The patent also includes a feature to avoid deploying ads during critical moments in the game. While some find this idea appalling, the silver lining is that patents do not always lead to implementation. Despite the concerns, Microsoft's head of content strategy, Matthew Ball, remains optimistic about the potential of in-game ads.",
  "summary": "The future's so bright you gotta wear shades.",
  "key_points": [
    "Microsoft patents system for dynamically pausing games to display ads",
    "Patent proposes credit system for users to earn tokens for ad-free time",
    "Microsoft's head of content strategy optimistic about in-game ads"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}